It’s a paradox: in our industry, the most lamented resource is time — yet the very same players wailing about its absence tend to disregard its critical role in building campaigns that connect brands and people in ways that last (because they have substance).

Trapped under the predictability of time-sheets, we often forget time’s relativity and its generous plasticity — as our Facebook friends Einstein and Proust have kindly reminded us.

It’s not AI crashing through the gates of our industry that makes time relevance a hot topic.

For the sharpest creatives, a mindful, emotionally intelligent, and culturally attuned approach to time has always been the bump key to unforgettable brand-building.

This talk invites the audience to switch off autopilot.

Through highly functional case studies from around the world, it will show how exceptional brands — and the visionary stewards behind them — have mastered the plasticity of time like no others: making the most of every second, transforming hours into enjoyable ad campaigns people queued for, and forging consistent, vibrant connections — all while building sound businesses in the process.

Here’s to escaping the dictatorship of time — by finally giving it the quality it deserves. And that’s only because we choose to look with different eyes at the relationships we want to build with the ones populating our audiences.

To paraphrase a classic: treat your consumer as you would treat your wife — timewise, otherwise.

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